What’s the story with System1? They literally came out with a huge study on the effectiveness of the Coke AI ad the day it launched. Is their methodology legit?

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It’s on the legit-er side of as testing methodologies but all ad testing is flawed.

Their use of “effectiveness” should really be “potential for effectiveness based on our narrow definition of what makes effective marketing”

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Yeah, they claim to be able to judge effectiveness in an instant after their testing, not over time. They either have great PR or a lot of people are buying what they’re selling.

Their tearing is predictive in nature.

It measures 2 things:

Emotional response (via facial expressions) and brand recognition.


If you really want to, you can poke holes in their methodology, but the premise makes sense that if you can create a positive emotional reaction tied to a brand… you’re probably going to be more effective than if you don’t do those things.

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Agree with that. I think the key here is “predictive.” I just find it strange that so much of our industry puts its stock in what System1 says based on testing ads that haven’t aired yet.

As long as they use the same methodology for every add the test there is value in their findings

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What was their verdict? Can you link to it?

https://system1group.com/ad-of-the-week/cokes-together-always-shows-the-long-term-value-of-good-ideas

Read their overview on Drum.

In short, the public doesn’t know it’s AI generated unless prompted.


https://www.thedrum.com/opinion/consumers-don-t-know-ai-made-this-ad-and-when-we-tell-them-they-don-t-care

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